We love a good social media makeover! This Healthcare Centre had been posting on Facebook and Instagram on their own for a few months, but their existing content wasn’t particularly branded or consistently posted. Enter The Social Media Artist team! Our goal was to understand their audience of vulnerable patients and create content that was inspirational, informative and community building. First, we did a social media audit analyzing what existing content resonated with their existing followers. Through the website and social media analytics, we were able to understand audience trends which helped us create a robust social media strategy.
We designed a new Instagram layout for them, positioning posts with inspiring quotes, upcoming events, and staff profiles into a beautiful pattern of brand colours, matching graphics, and a consistent clean aesthetic. We received glowing feedback from staff, and after a few months, their followers would also comment on posts to say how much they loved the graphics and inspiring content! On Facebook, we shared similar content, but added in links to relevant articles, events, and news reports. We started to see more engagements, comments, and shares as the client’s followers began to trust them as a reputable source for content that they could share with their own friends and family.
This company was particularly concerned about their rating on Google reviews. As a Healthcare Centre that often received very emotionally charged patient interactions, they were worried that their Google reviews did not reflect their company accurately. Patients that had a negative experience were more likely to write a review because they were looking for a space to complain, and they drowned out the patients who had posted positive reviews.
Here’s how our team took on the challenge:
Problem:
A healthcare centre was looking to build followers and engage their clients through social media in order to foster an online community and improve Google reviews.
Solution:
- Our team created a consistent Instagram grid aesthetic that boosted the professional image of the company.
- We shared posts from the surrounding health care community on both Facebook and Instagram to create relationships and build followers.
- We reached out to past clients for their personal success stories and testimonials, and we shared this content as graphics and longer videos to tell their story journey.
- These past clients were also encouraged to share their positive experience on Google reviews.
Results:
- Organically building a community of supportive followers around this healthcare centre inspired genuine supportive comments and reviews, and we observed a continued increase in followers each month on their social media platforms.
- Creating the personal patient journey videos generated excitement among the healthcare centre’s followers to contribute and receive them as a keepsake of their journey. They would comment on each other’s videos and share them with their family and friends by reposting the video on their own social media platforms. These videos helped past and present patients feel seen and recognized during their own healthcare journeys.
- After 2 years of consistent posting, their followers increased by 64% on Facebook, and their Instagram following quadrupled in size, growing from an almost brand new account to over 1000 followers who engage at an average rate of 8% per post.
- The Healthcare Centre received more positive reviews and their Google rating improved by one full star.
The Social Media Artist Team has been working closely with this client for over 2 years and is consistently pouring in ideas for posts, writing passionate captions and creating new designs and videos that visually represent the Healthcare Centre’s unique brand story. Building engagements through sharing patient journey videos and testimonials have not only improved their Google rating, but have uniquely brought their followers together in a community of past, present, and future patients of the Healthcare Centre. Their social media platforms have become a place for staff and patients to connect and support each other on their unique journeys.